Revamping Milrem Robotics’ Website
Enhancing combat effectiveness through advanced robotics
Our approach
Web analysis and strategy / Creating new website
Client
Milrem Robotics
Milrem Robotics is a leading developer of unmanned ground vehicles, dedicated to enhancing battlefield safety and combat effectiveness. Their innovative solutions are widely adopted, with operations in over 18 countries, primarily catering to B2G clients such as defense forces, military officers, and government agencies.
The challenge
Milrem Robotics approached us with the need for a complete website overhaul. Their existing site did not reflect their technological prowess, lacked a strong brand presence, and was not optimized for user engagement. They needed a digital platform that:
- Strengthened brand authority to showcase them as a global defense technology leader.
- Enhance user experience to make product information easily accessible.
- Increase conversions with driving direct sales, career applications, and partnership inquiries.
- Convey trust and professionalism by ensuring credibility among military and defense stakeholders.
Research & Discovery
To develop a website that meets both business and user needs, we conducted an extensive analysis phase.
We started the user and competitor research with competitor benchmarking. We analyzed industry leaders such as Rheinmetall, Roboteam Ltd., and HDT Global, identifying best practices in branding, navigation, and engagement. We built detailed user profiles, including:
- Defense Procurement Officers – decision-makers looking for combat-proven robotics solutions.
- Military Researchers – exploring robotics options to recommend within defense programs.
- End Users (e.g., Ukrainian soldiers) – seeking operational details and support.
We continued with the website analytics review. Identified that the career page had a lower engagement time (52s on average) despite a high number of visits. Also noted that users had short attention spans, emphasizing the need for clear navigation and compelling visuals. Traffic insights showed a majority of users were from NATO-aligned countries, confirming the need for an authoritative and global presence.
Strategy & Execution
The execution continued with developing the information architecture and UX Design. With sitemap and priority guide we structured the site to ensure frictionless navigation, making product pages, career opportunities, and contact points more intuitive. Additionally, the CTA placements to drive engagement and conversion were improved.
Design Approach:
- A bold, high-tech visual language reflecting the military industry.
- Strong typography and high-contrast elements to enhance readability.
- Professional yet engaging imagery, showcasing real-world use cases of their robotics.
A fully custom-built WordPress theme was created for flexibility and scalability. We optimized fast-loading pages for a seamless experience across devices and enhanced security to comply with the sensitive nature of defense industry operations.
To improve recruitment efficiency, we developed Milrem Robotics’ career site on Teamtailor, a leading talent acquisition platform. This solution allows their HR team to easily manage job listings and applications with an intuitive dashboard, automate candidate workflows for a more efficient hiring process, enhance employer branding by showcasing employee stories and benefits, ensure a seamless experience for both applicants and recruiters.
Results & Client Feedback
Although numerical performance data is yet to be collected, the website has already received positive feedback from both internal teams and external stakeholders. Key wins include:
- A stronger brand presence that conveys credibility and scale.
- Intuitive navigation making product and career information easily accessible.
- A high-impact first impression that balances a military-grade aesthetic with professionalism.
Conclusion
The new Milrem Robotics website successfully aligns with their strategic goals, setting them apart in the competitive defense robotics market. With an improved user experience and a robust digital presence, they are now better positioned to engage with global defense clients and talent.